Distillery wins business in Asia Pacific region

A Ballynahinch based company has used a mix of its own international contacts and Invest Northern Ireland trade support to ship consignments of its Hinch Irish Whiskey brand to distributors in Australia, Japan, Taiwan and Hong Kong.
Hinch Distillery boosts exports with its Irish WhiskeyHinch Distillery boosts exports with its Irish Whiskey
Hinch Distillery boosts exports with its Irish Whiskey

The new orders mean the company is on target to supply its products to 23 markets around the world by the end of this year.

Announcing the new deals, Michael Morris, International Sales Director of Hinch Distillery, said: “The new orders are immensely important and are the result of an extensive marketing campaign late last year covering Australia and other parts of Asia Pacific, one of the world’s most dynamic emerging markets for Irish whiskey and gin. Global demand for premium Irish whiskey and Irish gin continues to grow strongly.

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These vibrant markets, he adds, are becoming extremely important for the company as it seeks to grow international sales.

“The orders include our international award-winning 5-year old “double wood” finished in new American Oak barrels, and a 10-year old premium blend finished in Sherry casks. The new customers were highly impressed by the quality, outstanding taste, range and packaging of our spirits.

“We see the new export business as the ‘light at the end of a very dark tunnel’ for our industry and others especially in hospitality. In addition, we are finalising distribution arrangements in the US for all our products. The orders and approaches are hugely encouraging and come at a time when we are finishing our state-of-the-art distillery,” said Mr Morris.

Praising the practical and financial assistance received from Invest NI’s trade and marketing support, Mr Morris added: “Invest NI has contributed hugely to the success we are now enjoying in global markets. They made it possible for me to visit so many international markets and to set up distributorships and other contacts, which are now providing substantial export business for our company.

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“The last three months have been incredibly challenging but Hinch is very well placed to grow as global markets recover from the business downturn that resulted from the virus outbreak and subsequent lockdowns.”

Congratulating the company, Steve Harper, Invest NI’s Executive Director of International Business said: “With its focus on innovation and exports, in its short history Hinch Distillery is well on its way to developing a significant global export presence and we congratulate owner Terry Cross and his team.

“We are delighted to have been able to support this growth by helping Hinch develop strong overseas contacts and tap into new markets, which has given it the confidence and knowledge to achieve these successes. Our inmarket teams in Asia Pacific have been superb and I would encourage other ambitious companies, especially in these challenging times, to utilise our expertise and contact Invest NI to see how we can support.”

Hinch Distillery has continued to do business in Europe through its network of distributors on the continent despite the COVID-19 crisis and these markets look ready to reopen slowly but surely in the coming months. Development of the distillery and marketing initiatives have been supported by Invest Northern Ireland.

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